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Three New Roles That Every Marketer Must Play

by Kevin Lindsay  |  
March 30, 2016
  |  2,716 views

Once upon a time, marketers were marketers and did marketing things. Marketing campaigns were strategized once, roles were siloed, responsibilities were clear cut, and results were linked to specific business units without any second guessing.

Then the Internet happened. There was email, mobile, social media, Big Data...

Fast forward to 2016—now we're in a relationship-focused era in which consumers' brand experiences are defining marketing strategy and driving the industry.

In turn, the confines of who is a marketer is blurring, and the definition of marketing is evolving.

The result: Marketers must now wear countless new hats in this new era of marketing.


1. The Lifelong Companion

By 2025, millennials (people age 18 to 34) will overtake Baby Boomers in terms of annual net income and purchasing power. That means, they are quickly becoming the most important demographic.

This savvy, sophisticated, and always-connected generation barely remembers life before the Internet. Its always-on, last millisecond mentality means you need to deliver a memorable and consistent experience across every touch point: mobile, your website, your app, etc.


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Kevin Lindsay is director of Product Marketing at Adobe.

LinkedIn: Kevin Lindsay 

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